If you are familiar with the tale of Don Juan, then you probably know him for his reputation as a hopeless romantic. Well, this Don Juan has found a new target for his powerful affections—Spanish specialty foods. I stopped by the Atalanta booth to learn more from Director of Retail Marketing Marissa DeMaio about the Don Juan brand of products, at the company’s new "Love at First Bite" campaign.
"'Love at First Bite' means that, Don Juan, who is our brand, has actually traveled all over Spain to find the love of his life—Spanish specialties," Marissa tells me as we go over the brand strategy she helped create.
For the campaign, the company has developed a series of "love letters" where Don Juan writes passionate odes to each of his specialty items. These are then used as case cards for use inside the specialty cheese case that helps promote the product in stores.
On the social media front, Atalanta is bringing the campaign to consumers and deli managers alike with the "Where is My Don Juan?" campaign.
"We want deli managers to post pictures of themselves holding up their Manchego and saying, 'I’m your Don Juan in Houston,'" Marissa explains.
Want to learn even more about the many delicious adventures of Don Juan? Check out my entire interview with Marissa above.